In the second quarter of 2011, National Bank of Arizona wanted to take a risk. Leaving behind the security of the brand's corporate colors, NB|AZ sought a bold palette for the quarterly campaign.
Fresh, lively colors and a liberal use of iconography combined to create an atmosphere that employees embraced and consumers noticed.
National Bank of Arizona needed a fresh look for the Q2 2011 sales campaign. The look of the campaign needed to convey a look different than campaigns previous. It needed to look fresh. A few different products were being highlighted, most notably credit cards, auto loans, and a new Energy Efficiency loan in partnership with APS. The campaign would be titled "Here's a Bright Idea" because of its eco-friendly focus and ease of bringing it up in conversation.
Right off the bat, the idea was to use color liberally. The campaign title as well as the desire for a "new" look around this campaign allowed for more eye-catching elements to be used in the style of the materials.
Four core colors were chosen, with another four sub-colors as support. While this may seem like a color explosion, I wanted to take measures to mix in enough neutral elements so that the final look and feel would be more balanced. These colors almost never bled off of the edges of whatever media they were on for this reason.
The end result was a comprehensive system of 5-6 pieces of collateral that the National Bank of Arizona could use for in-branch marketing and to spur dialogue between banker and consumer or business client. The use of rounded edges on containing boxes, a design choice that is usually more prevalent in digital media, added to the "new" feel of the bank's collateral. This update moves NB|AZ forward in terms of reaching new consumers and better serving its existing ones.
